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PHOTOS: SHUTTERSTOCK.COM

Music broadcast on the W.B.B.R radio app can only be heard by runners crossing the Brooklyn Bridge

where your consumer might need you – and make sure you get there before your competitors do. Unorthodox brands are already exploring the possibilities of ‘Contextual Omnipresence’. Amazon’s Dash buttons let consumers re-order household products – from washing powder to toothpaste, dog food and more – with a single click. Durex’s #LoveBot sends introductory tweets to broken-hearted Twitter users when they publish updates featuring the broken heart emoticon. For health and fitness brands, there’s an opportunity to reach unmotivated gym-goers when they’re contemplating a night on the sofa, or lapsed dieters about to purchase a mid-afternoon treat. The reward for brands? Consumers will appreciate a helping hand that comes at the right time. And they’ll look for it again. STATUS TESTS It goes without saying that health and status are intrinsically linked. But the pursuit of status is a complex affair and, in 2016, consumers will embrace a new type of exclusivity – an exclusivity that demands they prove their worth to the brands they desire. Driven by consumers’ continued desire for brands that empower them to be the best version of themselves, this is a trend that goes far beyond high price tags. By demanding new forms of loyalty or higher levels of commitment, brands can actually foster a stronger emotional connection with consumers. Consider: New York-based record label UNO NYC launched W.B.B.R. (Williamsburg Bridge Radio), an app broadcasting music only accessible when runners are crossing the Brooklyn Bridge. Trading on an individual’s self-motivation, one track ‘pushes’ runners across the bridge, while another winds them down on their return.

Consumers will embrace a new type of exclusivity – one that demands they prove their worth to the brands they desire It’s worth remembering that exclusivity (and the status boost that brings) is even better when it’s converted to tangible rewards. In China, Lee Jeans promoted a range of heat-retaining denim by encouraging consumers to explore their city. Movements were tracked using a GPS-enabled app, and accumulated points could be exchanged for products. Think about how you can ask consumers to prove their worth. Just remember to reward them for their efforts! PERSPECTIVE SHIFTS As crowdfunding platforms bump up against an unending stream of (often digital) innovations that disrupt old business models, consumer attitudes to price remain malleable and unpredictable. In 2016, smart health and fitness brands will consider ways to reposition products or services and shock consumers into a radically new perspective on the value a product service or experience offers. Think about the pricing conflicts that exist within the consumer mindset. Those who access free fitness videos on YouTube (instead of shelling out for a PT) often have a wardrobe filled with expensive performance wear. Price, and the meaning of value, has shifted. Challenge these new viewpoints by reframing an offering as an entirely different product: Dutch budget airline Transavia sold flight tickets as branded packets ©Cybertrek 2016 healthclubmanagement.co.uk January 2016

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Profile for Leisure Media

Health Club Management January 16  

Health Club Management is the magazine and online community for decision-makers in the global health club, fitness and gym industry.

Health Club Management January 16  

Health Club Management is the magazine and online community for decision-makers in the global health club, fitness and gym industry.